Laverne Antrobus, child psychologist from Channel 4’s Secret Life of 4 and 5 Year Olds says: “A child’s development is influenced by their environment and they will learn through all experiences, including everyday activities such as shopping trips. By seeing adults try on different items of clothing, they will notice pulling on a new top or jacket can really make a person feel special.”


Despite the benefits, over half of parents (53%) will frequently avoid indulging in any retail therapy with kids in tow and one quarter (25%) feel reluctant or disappointed when they have to do so. An element of playful thinking whilst encouraging a child's shopping choices can be an easy solution to let their imaginations run wild and reduce the stress for both parent and child.


Laverne Antrobus continues: “Play is an intrinsic part of a child’s everyday life - they try to untangle and discover everything that is available to them – and it’s important for parents to encourage play. That’s why I’m working with TK Maxx this National Play Day to urge mums and dads across the nation to let their children’s natural flair and creativity run free, as it enables them to learn and develop their skills and build their confidence.


“For example, when out shopping for clothes, ask your child for their thoughts on what they think you look good in and take time to try on their suggestions. This positive affirmation of their ideas will make them feel really special and you may even learn something about their emerging eye for style!” 


TK Maxx offers unique and one-off finds which plays to the strengths of children who thrive on the opportunity to show their developing creativity and individual style. So whether you shop in-store or online, it is the perfect destination for your little ones to dive into the treasure hunt experience and discover their own gems, across fashion and toys, to make playtime even more fun!


Laverne Antrobus' top tips to build a child's creativity:

  1. Dressing up and pretend/role play is a really good way for children to explore different characters use their imagination and to bring these magical and powerful characters to life. It also helps them to learn about the relationships around them and develop their own sense of identity.
  2. Make time for messy play which helps children feel creative giving them a chance to develop skills of curiosity and exploration whilst also experimenting with different textures and materials.  
  3. Playing with friends outdoors gives children the opportunity to develop their social skills and to test their physicality and learn about their limits. Playing with other children gives them time to understand turn taking and working cooperatively with others.
  4. All aspects of play are an opportunity for children to develop their emotions, they learn to tolerate frustration and anger and also to experience happiness when things that seemed difficult to begin with go well. Alongside other children they can understand the importance of listening to others and develop empathy learning to think about other people’s feelings.
  5. Remember play is a child’s work so give them time and space to play alone, with other children but especially with you - your comments on their play will reinforce their skills and build their confidence.



For further press information/photography please contact:

Rebecca Hesketh / Lauren Roberts, Ogilvy

Email: Phone: 07717 681177

Notes to editors

Research conducted by 72 Point on behalf of TK Maxx 25.07.18 - 27.07.18. 1,303 respondents who are parents of children between the ages of 4-15 participated in the survey.

Notes to Editors:


About TK Maxx

TK Maxx is Europe’s leading off-price apparel and homeware retailer selling a huge assortment of designer labels, top brands, up-and-coming labels, stylish fashion and one-off gems, at up to 60% less than the RRP or at a significant discount to the price you’d pay at a traditional department store or on the high street.

TK Maxx launched in the UK in 1994 and now has over 300 stores across the country.

Opportunistic buying and a no frills operation means TK Maxx can pass huge savings onto the customer.

Regular deliveries through the week which bring up to 10,000 new items to the store. You can now also buy online at

Follow TK Maxx on Twitter @TKMaxx_UK and Instagram; become a TK Maxx fan on Facebook at

TK Maxx is part of TJX Europe, the European subsidiary of the US group The TJX Companies, Inc.